PPC (Pay Per Click) promotion through Google Ads

Do you own a website and want to promote yourself online?

Pay-per-click, PPC or pay-per-click advertising means that your ads can be displayed on every relevant search, but you will only be charged when users click on your ad.

Promoting your business through Google Ads PPC campaigns can help you get not only on the first page of Google search engine(Google Ads campaigns in the search network) in a very short time, but also on partner sites (Google Display Network) and Google properties (Google Gmail, Youtube, Google Finance, Google Book Search etc) through Google Ads campaigns in the display network.

The Google Ads system charges you either per click or per thousand impressions (the latter is only available for promotion on partner sites, for example: displaying a banner on various sites).

PPC means paid traffic to your site, traffic that can convert into sales. It is important not only to bring users to the site, but we need to bring users interested in what we can offer so that we can increase our sales and at the same time our profits. With a PPC campaign we are not just trying to get someone’s attention and get our brand known, although these benefits are there too. A PPC campaign is indicated when you want to meet the potential customer, who is looking for a product, with an offer that is in line with their search.

How to start a PPC campaign using Google Ads?

First you need to set up a Google Ads account, add your billing details, enter a valid bank card and set your goals. New customers receive a Google Ads voucher worth 200 RON to cover their initial costs. The next step is to choose keywords, and Google helps us in this by providing a tool called Google Ads Keyword Tool.

Choosing the right keywords

PPC promotion through Google Ads is based on the selected keywords for which the ads will be displayed. They need to be relevant to your business, and when you select them you can put yourself in the shoes of potential customers and think about the search terms they would use to find you.

Google Ads Keyword Tool provides information on the number of searches made each month by Google.ro / Google.com users and the degree of competitiveness. In this analysis you can start with a narrow set of keyword combinations because the tool offers suggestions for new combinations. Also, in order to obtain a set of keywords useful in the promotion of the website, the analysis can be done by entering the URL of the own website or of competitors, in this case the list is obtained based on the Google indexing mechanism of the website.

Relevant and attractive ads

Create relevant ads in which you are as explicit as possible and present your products taking into account Google’s limitations. After starting the campaign, monitor the visits received and make the necessary adjustments so that you attract only quality traffic that will help you achieve the goals set initially.

How does it work?

Google Ads ads have a high rate of users completing actions on the site (buying products online, filling out the offer request form, subscribing to the newsletter) because they are already searching for information (on Google), and if your ad is relevant to them and appeals to them, they will click through and end up on the site where you can convince them to buy the product, call you, etc.

Suppose we have a furniture website. We make a Google Ads account, set up the campaign, choose the maximum price we want to pay for a click and start it. Someone interested in furniture for their home will Google “kitchen furniture”. If the setup was done correctly our ad will show up, the user will click on it and will end up on the furniture website. This is how we managed to get someone interested in what we sell to our website, a person who can turn into a customer. How much did it cost us? Google will charge us the maximum cost we set or even less.

The system works on the principle of bidding and does not only take into account the cost per click that we set. In determining the actual price we pay for a click Google also calculates a quality score which refers, among other factors, to the relevance of the ad and the quality of the page we send the user to.

By using pay per click you have maximum control over your Google Ads campaign, and changes to your ads or keywords will become active immediately.

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